One More Thing: GoDaddy Gets Direct Response Branding
Agree with their methods or not, GoDaddy, the huge Internet hosting company, definitely understands direct response.
Witness their presentation during last Saturday’s (4/25/09) Nationwide series race. For an engaged audience, they crafted a nearly irresistible response magnet.
In the process, they showed us a very elegant formula for direct response in motorsports sponsorship:
1.) A highly visible driver (if you can afford it). They went with Dale, Jr. Hard to get much more “highly visible” than that.
2.) A very identifiable paint scheme (this one works great; easy to see, easy to read; easy to remember).
3.) A casual announcer mention. Golden if you can get one – they got several.
4.) A strategically place, very magnetic ad (The “One More Thing” theme fits perfectly)
5.) A strong call to action at the end of the ad (Just “one more thing, indeed.”)
Beautiful plan, beautifully executed.
About that ad: Whether or not you agree with GoDaddy’s obvious sexual entendre, it certainly identifies their brand. And it engages a ..shall we say… “certain” audience.
In the TV version, GoDaddy CEO Bob Parsons is playing poker with several GoDaddy girls, including the ubiquitous Danica Patrick. The ad introduces a new GoDaddy girl, Vanessa Russo, who shares her nervousness about the new gig.
Danica and GoDaddy colleague Candice Michelle give Vanessa the bullet points about GoDaddy’s domain registrar and hosting service. Russo is at ease until CEO Parsons says -really, rather creepily- that there’s “one more thing” she must do to be a GoDaddy girl.
The spot closes with Danica suggestively pawing at her top, and the voiceover tease that those interested may see how the whole thing plays out by visiting GoDaddy.com.
Love the content or hate it, it’s a great ad.
Oh, the one more thing? Probably exactly what you’re expecting.
It may not be the classiest presentation you’ve ever seen (you’ve got to love Parsons telling Russo that GoDaddy might be “inexpensive,” but we’re not “cheap.”), but it’s a textbook example of a company using direct response to both inspire action and build its brand.
